Influence of educational marketing on the demand for the service in a Secondary Educational Institution-Ica

• Autores: Anchante Tipacti, Serafín Brígido Jesús, Valenzuela Barzola, Mónica del Pilar, Torres Mendiola, Roxana Vitalina
• Formato: artículo
• Fecha de Publicación: 2022
• Institución: Instituto Internacional de Gobierno
• Repositorio: Igobernanza
• Lenguaje: español
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/190
• Enlace del recurso: https://www.igobernanza.org/index.php/IGOB/article/view/190
• Nivel de acceso: acceso abierto
• Materia: Marketing educacional; demanda; servicio educativo; Educational marketing; demand; educational service

The main purpose of this article entitled: Influence of educational marketing on the demand for service in a Secondary Educational Institution-Ica; is to establish to what extent educational marketing influences the demand for service in an Educational Institution of the Secondary Level in Ica. From the perspective of its practical justification, the realization of this research lies in the possibility of implementing concrete actions based on the findings on the behavior of the variables. The present research work is of an explanatory correlational and causal correlational cross-sectional design, working with a sample of 138 parents of the "San Luis Gonzaga" Secondary School of Ica, chosen through probabilistic sampling; for data collection, a questionnaire was applied to evaluate educational marketing and a questionnaire to evaluate the demand for the service. The results determined that there is a significant relationship between educational marketing and service demand in the "San Luis Gonzaga" Secondary Educational Institution of Ica; with a Pearson correlation coefficient of r=0.806; that is, adequate educational marketing influences the behavior of service demand and this happens in 64.96% of the cases observed in the research.